Charter Communications Connecting Consumers to Broadband
THURSDAY, MARCH 06, 2003 8:00 AM
- PR Newswire
LOS ANGELES, Mar 6, 2003 /PRNewswire via COMTEX/ -- TEQUILA\ announced that they have launched new integrated marketing efforts for the Western Region of Charter Communications, the nation's 3rd-largest broadband communications company. TEQUILA\'s first assignment was the production of a multi-faceted, brand-centric subscriber acquisition campaign.
The campaign will focus on growing household subscriptions and increasing retention rates by emphasizing the advantages of its cable-based broadband service over satellite-based competitors. Charter's high-speed Internet, video-on-demand and digital-quality picture provide consumers with a one-stop home entertainment connection -- a superior service offered through a single cable.
"The campaign does a great job reinforcing the superior quality of Charter's offerings, while establishing a unique connection with the communities we serve," says Brian Gruber, vice president of marketing, Western Region, Charter Communications. "Our bundled services have really been amplified by TEQUILA\'s creative approach -- we're grabbing consumers' attention, effectively delivering our core messages and, most importantly, producing results."
"Cable companies have spent a lot of time and energy apologizing to consumers for rate increases and past service issues," noted Kristi VandenBosch, managing director TEQUILA\ in Los Angeles. "It caused some of cable operators to take their eye off the ball from a competitive standpoint -- which is ironic, considering the superiority of cable versus the satellite dish, in terms of an integrated service offering including digital programming, high-speed internet access and video-on-demand. Charter was ready to come out with a fresh, self-assured voice that demonstrated their confidence in delivering a truly better product."
With headlines like "Oh great, now people will be moving here for the cable," Charter's clever, "insider" corporate personality shines through. The campaign uses humor to artfully balance brand messaging and business-building direct response techniques, ensuring that Charter's message is delivered both effectively and in the right place, using community- and ZIP-based media such as bus shelter posters, direct mail, FSIs (free-standing inserts), doorhangers and newspaper print ads.
"The creative format we're using allows ultimate flexibility and speed, while still giving us room to express this new 'voice' for Charter," said Doug Speidel, creative director at TEQUILA\. "We're obviously focused on driving their business aggressively, requiring us to produce a lot of materials very rapidly in a given month, so our first step was to develop a consistent look and feel, and then focus on messages that surprise or entertain the consumer every time they hear from us. It's a true copywriter's client; the words work very hard for us."
Charter Communications' campaign began hitting the marketplace in September.